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Top 6: November 26th 2025
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5 Gum: How It Feels to Chew 5 gumTop 6: November 26th 2025
Mars Wrigley is taking 'How It Feels to Chew 5 gum' to a new dimension, inviting gen z TikTok fans to help regain their senses by channelling their love for meme culture and the weirdest parts of the internet, and taking it to social media. Building on the brand’s legendary campaign, the Co-Creation series from Energy BBDO transforms real fan responses into surreal, sensory-driven animations – turning the internet’s weirdest 'how it feels' takes into a modern, multi-sensory social experience. From 'becoming a human air conditioner' to 'smashing a watermelon so hard it breaks reality,' this chapter is all about letting fans drive the feeling across a 12-part installation.
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